Puma Revamps Palermo: An Iconic Sneaker Story Unfolds in Egypt
Puma is taking a thrilling leap back into the ‘80s with a vibrant new campaign featuring the reimagined Palermo shoe. This nostalgic sneaker, cherished for its urban flair during a defining decade of street style, is sewing the threads of past and present, injecting youthful energy through modern influencers.
Fitsole Egypt Teams Up with Young Creatives
Collaborating with Fitsole Egypt, a prominent sneaker and apparel retailer and Puma’s official distributor, the campaign showcases the dynamic talents of the Risky Boys and model Malak Khalifa. Captured by Egyptian filmmaker Marwan Imam, the campaign beautifully marries vintage aesthetics with contemporary fashion, creating a captivating visual experience that celebrates Egyptian culture.
The campaign aligns with the grand opening of the new Puma by Fitsole store at Arkan Plaza, Sheikh Zayed, which officially debuted on December 20th. This store is not just a retail space; it’s a vibrant hub for sneaker enthusiasts, blending the classic vibes of the Palermo shoe with fresh styles appealing to a modern audience.
A Journey into the ‘80s
Imam’s direction embraces beloved ‘80s cinematography by using 35mm Kodak color film, infusing the campaign with warmth and nostalgia. He notes that “juxtaposing young style pioneers like the Risky Boys, who represent the new generation of youth fashion in Egypt, with old-school film photography was essential.” The visuals transport viewers back in time while encapsulating the unique spirit of present-day Egyptian streetwear.
Initially envisioned as a studio project, the campaign’s concept quickly evolved into an urban adventure, spotlighting the Palermo shoe’s versatility in everyday settings. Imam and his team ventured into the bustling streets and local venues, such as supermarkets and metro stations, to capture the casual yet stylish essence of these sneakers in natural settings.
A New Spin on Old-School Filmmaking
Shooting with Super8 film presented an innovative yet challenging twist. Imam chuckled about the unpredictability of using vintage equipment, saying, “You can’t see what you shoot or even if it’s properly exposed.” However, these risks added an exhilarating element to the project, infusing each shot with an authentic feel. Mindful of today’s digital landscape, Imam shot vertically to fit the formats of Instagram and TikTok, successfully marrying retro filmmaking techniques with modern social media trends.
With this campaign, Puma and Fitsole highlight not just a product but a lifestyle that resonates deeply with young Egyptians. The Palermo shoe is more than a fashion statement; it embodies a bridge connecting the artistry of yesterday with the innovations of today.
Stay tuned for what this dynamic partnership will bring next as they continue to inspire a generation passionate about style, culture, and creativity!
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